ADIDAS HARDEN VOL. 3 HOUSTON LAUNCH
2018
MATTE PROJECTS PRODUCTION
Adrien Giraux - PRODUCTION DESIGN & ART DIRECTION
To celebrate the lunch of Harden Vol. 3 shoe line, We brought the next
chapter in James Hardenʼs ongoing narrative to his greatest fans over the course
of two days through premium activations in Houston.
Day 1 activations featured a full product showcase in local boutique shoe store,
‘Premium Goods' including an in-store meet & greet with James Harden,
customized HV3s by Kickstradomis, and limited edition HV3
t-shirts as a gift with
purchase.
Day 2 activations featured an experiential takeover held at the Toyota Centerʼs
pavilion. Strategically placed at the stadium entrance, guests were transported
into GLXY-HV3 through a custom tunnel experience, where they could interact and view key elements and products from the HV3 FW and SS lines.
The HV3 takeover continued into the arena with a GIF photobooth in the
concourse, where fans were invited to participate and share on their social
channels. Each activation was led by 18 brand ambassadors in
custom HV3 space suits and helmets encouraging guest participation, social
sharing, sweepstakes signup and engagement.
Just like the MVP himself, the two-day takeover disrupted the expected and
invited locals to meet and learn more about the enigmatic superstar that is James
Harden.